Shadi Halliwell joined Three UK as Chief Marketing Officer in September 2017. Before this, she was with Harvey Nichols as Group Creative Marketing Director for three years, embarking on a radical transformation programme to rejuvenate the brand’s physical stores, customer service experience and digital platforms. Prior to that, Shadi spent 23 years at O2 as the driving force behind the first exclusive UK retail launch of the iPhone handset and a slew of award-winning campaigns. Shadi also spearheaded the brand’s journey into the entertainment sector, most notably relaunching the iconic Millennium Dome as The O2 Arena.